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| Author: | Donoho, C. Swenson, M. |
| Title: | Top-down versus bottom-up sales tactics effects on the presentation of a product line |
| Journal: | Journal of Business Research
1996 : SEP, VOL. 37:1, p. 51-62 |
| Index terms: | RESEARCH SALES METHODS PRODUCTION |
| Language: | eng |
| Abstract: | Practitioners have suggested two major sales tactics that influence consumers to make higher priced choices within a product line, top-down and bottom-up sales tactics. The purpose of this research is to ascertain whether these sales tactics effects exist and to empirically compare the effects of these tactics with respect to buyer choice. Related research on the anchoring and adjustment decision heuristic as well as attribution theory is discussed. An experiment is concluded using a compact disc player product line to evaluate these two sales tactics. |
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